|Oracle® Communications Marketing and Advertising Integration Guide
Part Number E20559-01
Oracle Communications Marketing and Advertising provides a way of querying external datastore subscriber information repositories for statistical and personalization information and for creating subscriber address lists based on demographic categories. Operator data sources can be of many types including Oracle database, LDAPv3 or any other data store when using a custom connector. The Subscriber Information SPI allows operators to customize this functionality to suit the structure and requirements of their own environment.
The SPI supports two main functions:
The first functionality that the SPI supports is querying a data source for information about a single address. This information is used in two ways:
To collect general statistical information (Age, Gender, Opt In/Out preferences, etc., based on the categories defined by the system owner in the Category Management configuration screen in the Web GUI) about the subscriber associated with this address so that this information can be used in category optimized campaigns.
To retrieve information needed to personalize a promotional message based on tokens in the ad content. For example, an ad might begin "Hi,
%FirstName%" where FirstName is a displayName in the Marketing and Advertising subscriber schema mapped to a value in the underlying data source. An advertiser can configure the use of tokens in the Marketing and Advertising Web client when creating ad content.
The second functionality that the SPI supports is creating a random list of addresses from the subscriber data source based on demographic categories such as Age or Interests. These categories are defined using the system owner user Web client interface Category Management interface. These addresses can then be used by advertisers to create marketing campaigns directed at particular demographic groups.
Ad space owners can also tag ad spaces for sale as relevant to certain categories (e.g. an ad space contained in a SMS message from an application providing World Cup tournament scores can be tagged as relevant to subscribers identified as having an interest in a football category) so that advertisers can better target their campaigns.
The standard LDAP implementation illustrates the use of the Subscriber Information SPI. See Figure 10-1.
The left side of the graphic details the internal modules that use the SPI: Statistics, Personalization, and List Generation. It also show the ConfigManager, which manages the mapping between the Marketing and Advertising subscriber categories and subscriber information stored in external data sources.
The center of the graphic shows the SPI itself, with its two modules, the SubscriberInfoQueryManager and the SubscriberListManager. The Query Manager handles the queries that underlie the Statistics and Personalization functionality. The Subscriber List Manager handles the queries that support the generation of lists.
The right side of the graphic illustrates the standard implementation of the SPI, based on LDAPv3. For this particular implementation, the Query Manager queries the LDAP data source directly for single address information. But to manage the overhead of many, many LDAP calls, the list generation function retrieves all the LDAP subscriber information at configurable intervals and stores it, pre-segmented in categories, in the Marketing and Advertising database. To accommodate very large LDAPs, the SPI implementation uses RFC 2696 and retrieves the entire set of nodes under the defined subscriberBaseDN. For information on configuring the subscriber information data source implementation, as well as information on creating the Mappings and Categories XML files, see "Setting Up LDAP and Subscriber Info" in Oracle Communications Marketing and Advertising System Administrator's Guide, a separate document in this set.
Subscriber information data sources are created by a system owner user in the Marketing and Advertising Web client. For more information on creating database, LDAP and db customized data sources for Marketing and Advertising to extract demographic information for use in category management see System Owner Online Help.
All of the files for the Subscriber Information SPI are contained in the ocma-new-subscriberinfo-spi-5.0-SNAPSHOT.jar located in either ocma-network-node-single-ear.ear or ocma-network-node-cluster-ear.ear (depending on your environment configuration). The ear files can be found in the Oracle_Middleware_Home/ocma_5.1/applications of your Marketing and Advertising installation. The ocma-new-subscriberinfo-spi-5.0-SNAPSHOT-javadoc.jar, which contains the complete Javadoc for the SPI, is located in the same directory.